Mumbai: Enamor has announced Taapsee Pannu as its brand ambassador, marking the launch of its latest Bamboo Cotton campaign and the beginning of a new brand phase titled ‘Unapologetic As I Am’.
The campaign introduces Enamor’s Bamboo Cotton lingerie range, positioned as a blend of comfort, performance, and sustainability. The collection is designed to be significantly softer and more absorbent than regular cotton, while offering hypoallergenic and antimicrobial benefits.
At the centre of the campaign is a digital brand film featuring Taapsee Pannu in everyday wellness moments, from meditation to hydration and nutrition routines. The narrative shifts from external validation to internal self-expression, positioning the product as a “first layer of confidence” aligned with individuality and self-acceptance.
The Bamboo Cotton range is crafted from lightweight, breathable fabric aimed at delivering all-day comfort. With features such as sweat-wicking properties, antimicrobial protection, and a “no pinch, no dig, no rash” promise, the range is tailored for extended wear, particularly in warmer climates.
Commenting on the campaign, Shekhar Tewari, Chief Executive Officer and Executive Director – Modenik Lifestyle, said, “At Enamor, we don’t follow the category; we lead with thought leadership and disrupt with boldness. As a brand, we are enabling women to own their space, and their narratives, unapologetically. Our latest bamboo fabric is one such innovation. It is not just a fabric upgrade; it is a statement that comfort and confidence can coexist without compromise. We’re honored to have Taapsee with us as we step into this next phase of our brand journey. This is the future of fashion lingerie and we’re proud to lead this shift with an icon like her – one thoughtful design, at a time.”
Speaking about the association, Taapsee Pannu added, “For years, I was told by people around me to present a version of myself that was polished, pleasing, and predictable. But I could only be me, the way I am. When Enamor approached me for this campaign, it simply felt like a match made in heaven. ‘Unapologetic As I Am’ isn’t just a message – it’s a bold declaration. Wearing this Bamboo collection felt like a second skin. I hope every woman who witnesses this campaign film gives herself the permission to simply be, without an apology.”
With this launch, Enamor continues to strengthen its positioning in India’s premium lingerie segment, focusing on innovation, comfort, and storytelling-led brand building. The Bamboo Cotton range is now available through the brand’s website, select D2C platforms, and offline retail channels including exclusive brand outlets and multi-brand stores.
